Upon careful review of this matter, we have determined not to recommend enforcement action at this time. We considered a number of factors in reaching this decision. First, according to LOFT, the January 26,2010 preview was the first (and, to date, only) such preview event. Second, only a very small number of bloggers posted content about the preview, and several of those bloggers disclosed that LOFT had provided them gifts at the preview.

Tom Chernaik, Principal at Digital Communications Group, which has developed a service called CMP.ly to help brands and bloggers disclose endorsements online, told PRNewser, “It should be made clear that the gifts were valued between $50 to $500 and the FTC has made it clear that there is no minimum threshold to the value of a gift or payment.”

“This announcement confirms that material connections must be disclosed and that compliance and monitoring are not optional,” he said.

An FTC spokesperson again declined to comment on any additional pending investigations.